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Analyzing your visitors' search terms can help you better understand their needs. It can provide valuable data about the content and organization of the content on your site. But if you’re new to looking at search data, it can be overwhelming to figure out where to start and how to make sense of it all. This presentation explores how to create a semi-automated report for analyzing large amounts of search data on a regular basis. It’s semi-automated because a human still needs to review the data for changes and new trends, but this process can save a lot of time once you have a solid understanding of the data and the spreadsheet functions in place. Get your data nerd on and find out how you can save time while improving your site’s user experience. Learn more by watching a recorded webinar at http://youtu.be/x2_PhowP-DI
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Mastering Your Search Data: A Tool for Faster, Smarter Analysis
Michelle ChronisterUX Team Lead, USA.govU.S. General Services [email protected]@mchronister
Why Look at Search Data
Why Look at Search Data
“Jobs” is always the #1 search term on USA.gov.
Learn what visitors want
Why Look at Search Data
Visitors to USA.gov tend to look for passport information more in the spring.
Learn what visitors want
and when they want it
Why Look at Search Data
Identify pain points
Help-U-Sell Mobile App
Why Look at Search Data
Improve your content
Image from 10ch CC BY 2.0
The Tool
Steps to Creating Your Own Tool
Step 1: Export Your Data
Step 2: Review Terms
Step 3: Create Groups
Step 4: Write Magic Formulas
Step 5: Test Formulas
Step 6: Repeat
Step 7: Analyze and Share
Steps to Creating Your Own Tool
Step 1: Export Your Data
Export Your Data
DigitalGov Search
Analytics > Monthly Reports > Download Top Queries
Export Your Data
Google Analytics
Behavior > Site Search > Search Terms > Export
★ Make sure to change the number of rows or the export will only show the top 10.
Step 2: Review the Terms
Review the Terms
● variations on a term - jobs and job openings● synonyms - jobs, careers, and employment● acronyms - FDA and Food and Drug Administration● misspellings - passport and pasport● meaning confusion - colonel and kernel
Look for
Step 3: Create Groups
Create Groups
Make a list of groups you noticed when reviewing the terms.
Jobs
● jobs● jobs openings by
state● job openings
Travel
● passport renewal● passport● visa
Create Groups
Make a list of groups you noticed when reviewing the terms.
Decide how broad or specific to make each group. Think about the goals and purpose of your site. Consider the number of searches for the topic.
U.S. Citizens Traveling Abroad
● passport renewal● passport
International Visitors Coming to the U.S.
● visa● immigration
Create Groups
Make a list of groups you noticed when reviewing the terms.
Decide how broad or specific to make each group.
Refine as you review the data.
Create Groups
Why create groups?
May 2014 - USA.gov
● “jobs” - 1,404 searches● All job related searches - 5,549
Step 4: Write Magic Formulas
Write Magic Formulas
This is the faster, smarter part.
Write Magic Formulas
This is the faster, smarter part.
Once you have groups, you can write formulas to automatically add up queries that meet the group’s rules.
Write Magic Formulas
For a passports group=sumif(A:A,"*passport*",C:C)
If column A includes the word “passport” anywhere in it, add up the number in column C.
Write Magic Formulas
For a passports group=sumif(A:A,"*passport*",C:C)
If column A includes the word “passport” anywhere in it, add up the number in column C.
The * around the word says look for this word anywhere in the cell. This counts “passport,” “passports,” “passport renewal,” and “passport application download” in a single formula.
Write Magic Formulas
For a jobs group=sumif(A:A,"*job*",C:C)+
sumif(A:A,"*employment*",C:C)+
sumif(A:A,"*career*",C:C)
Add up all searches that include the word “job,” “employment,” or “career.”
Write Magic Formulas
For an immigration group=sumif(A:A,"*green card*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)
Add up all searches that include the word “green card,” “immigration,” or “visa.”
Step 5: Test Formulas
Test Formulas
Double check the formula for each group and refine it until the result matches a manual check.
Write Magic Formulas
For a passports group=sumif(A:A,"*passport*",C:C)
=2,091
Manual check
=C3+C4+C21+C31
=2,091
Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=2,680
Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=2,680
Manual check
=C11+C12+C17+C20+C23
=1,832
Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=2,680
This formula double counts rows 11 and 12.
Test Formulas
For an immigration group
=sumif(A:A,"*green card lottery*",C:C)+
sumif(A:A,"*immigration*",C:C)+
sumif(A:A,"*visa*",C:C)+
sumif(A:A,"*green card*",C:C)
=1,832
Manual check
=C11+C12+C17+C20+C23
=1,832
Test Formulas
Double check the formula for each group and refine it until the result matches a manual check.
There may be times when the manual check doesn’t match and there’s no way to fix it. Make a note. Decide how important it is to you.
Test Formulas
Keep a record of each group and its formula.
Step 6: Repeat
Repeat
Now that you have a tool and a process, you can analyze your search terms on a regular basis in less time.
Repeat
Now that you have a tool and a process, you can analyze your search terms on a regular basis in less time.
Look over the terms each time you export the data to see if you need to refine the formulas.
Step 7: Analyze and Share
Analyze and Share
Look at trends over time
Analyze and Share
Look at trends over time
Prepare for seasonal occurrences
Analyze and Share
Quickly gather historical data
Large spike in searches for the Consumer Action Handbook in May. To see if it was an anomaly, I went back and applied the formula to other months.
Tips and Tricks
Tips and Tricks
When creating groups, write down similar terms and name the group later.
When writing magic formulas, it’s generally better to use a singular term - like “job” instead of “jobs”. Be careful about using the *. You don’t always need it.
You can use wildcard characters in your magic formulas. Some tools handle these better than others.
Tips and Tricks
DigitalGov Search - You probably only want to look at the real count.
Google Analytics - Change the rows shown before exporting.
Google Docs - There’s a limit to how much data you can have in one sheet. If using a tab per month, try limiting to 1,000 rows of search terms in each.
More Information and Help
More Information and Help
Building Your Own Tool
● Read Understanding Your Users' Needs By Analyzing Search Terms
● Download USA.gov’s spreadsheet (MS Excel, 371 KB, October 2013)
● Contact me - [email protected]
More Information and Help
DigitalGov Search
● Learn more at http://search.digitalgov.gov/● For help, contact [email protected] or 202-505-
5315
Digital Analytics Program (Google Analytics)
● Learn more at http://www.digitalgov.gov/services/dap/● For help, contact [email protected]
Questions?
Michelle ChronisterUX Team Lead, USA.govU.S. General Services [email protected]@mchronister
